Intuitive choices save time. Not just because they can be made much faster than using reason and logic, but also because they take into consideration both the known and the unknown. We don't have to make a decision and then find the unknowns that cause us to backtrack. In a similar way, intuitive choices can save money. Studies of decision making show that many of our decisions are really based on emotion. So when we think that we are making decisions based on reason, logic, or other methods, we are unconsciously justifying a decision that we have already made emotionally. (This principle is widely accepted in sales and advertising.) Emotional decisions can definitely cost us time and money in the long run. Intuition can counter this situation and is one of the reasons that we often find that the intuitive answer is not the choice that we want. Back to The Second Secret | 
